Paid or sponsored ads usually charge you for a click, while SEO doesn’t require you to pay for impressions or clicks. But do keep in mind that quality SEO isn’t exactly free. Depending on the target market you are in, you will have to invest time and money into getting the desired results. And if you’re not an SEO expert, then you would have to work with a reputable SEO company do it for you.

Melissa: I completely agree. And the other thing about them adding and the way they’re added in the LinkedIn video option is that there’s an auto play. So as folks are scrolling through their feed, they’re more likely to stop with this video that just kind of starts playing, as well. I think that’s a big opportunity to really get some more eyes on your content.

Organic content marketing, on the other hand, finds ways to make customers look for you naturally. In effect, it means using any type of marketing method that doesn’t require a direct payment. But, there are still costs involved. These include paying for content creation and the time spent monitoring the campaign and responding to customers. This type of inbound marketing involves providing valuable content that customers need. Then, supporting it with a constant, online presence (often through social media).

BrightEdge is the only technology that allows marketers to get an accurate understanding of how organic search rankings are tied to business value. It allows customers to track actual placement among all types of search results. BrightEdge users can switch data and reports between blended and classic rank results to gain more visibility and insight into the effects of local, images, videos, and more. You can also see how your content is performing across device types, like mobile, and in different regions within the same country. The image below from BrightEdge StoryBuilder shows Classic Rank in blue and significantly different rank for Blended or Universal results, which include universal rank types such as quick answers, images, videos, and shopping.
Improved Ads and Visual Products. PPC Ads are simply Advertisements. With this, they have full control on what they would like their clients to see first-hand. Contact Number, Location, Services, and Pricing are some of the details that they can easily display to clients. Apart from that, images are now readily available so that clients will be able to get a preview of what they are browsing or buying (for selling sites).
Organic search (SEO): When you enter a keyword or phrase into a search engine like Google or Yahoo!, the organic results are displayed in the main body of the page.When your prospects search for information about your products and services, you want to rank highly in search engine results. By “optimizing” your site, you can improve your ranking for important search terms and phrases (“keywords”). You can also improve your rank by getting other important sites to link to yours.
The thing about SEO in 2018 is that Google changes its algorithms more than once a day! Reports say that the company changes its algorithms up to 600 times a year. While the majority of those updates consist of smaller changes, among them is the occasional, major update like Hummingbird or Panda that can really wreak havoc with your traffic and search rankings.

Increase your real estate. When you show up in the first page of the organic AND paid search results, you’re doing something right. That’s not just something the marketing nerds like us will notice either – people realize (consciously or not) that it takes a successful, legitimate, intelligent company to show up twice in one search. A company that doesn’t know what they’re doing couldn’t do that… right?

Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[63] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[64] As of 2006, Google had an 85–90% market share in Germany.[65] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[65] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[66] That market share is achieved in a number of countries.
Well as noted in the post it is not just above the links that was only one key part of a wider strategy. This website in question has deep levels of content. So it is not just about a blog section, they have numerous high quality content sections we have developed over time. It would not be advisable ever to attack competitors sites with low quality links.
Cost and Sustainability. While it’s not totally free and easy, SEO can be more cost-effective in the long run as it will give you a targeted and relevant results that you are aiming for your business. With regards to sustainability, even with the smallest of a budget, you can still develop a plan that will still give you the quality of results and still keep the traffic that your business is getting.

The Google, Yahoo!, and Bing search engines insert advertising on their search results pages. The ads are designed to look similar to the search results, though different enough for readers to distinguish between ads and actual results. This is done with various differences in background, text, link colors, and/or placement on the page. However, the appearance of ads on all major search engines is so similar to genuine search results that a majority of search engine users cannot effectively distinguish between the two.[1]